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Starbucks CEO roasted as 'out of touch' over defense of $9 coffee: 'Affordable premium experience'

New York Post·Anna Young·about 1 month ago
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Brew-tally expensive. Starbucks CEO Brian Niccol is getting roasted for being “out of touch” after defending the company’s $9 cup of coffee – insisting the steep price reflects a “premium experience” offered to customers. The coffee giant’s chief – who earlier this year was granted access to the company jet for personal travel – said that customers across all income levels are willing and happy to shell out big money for a chance to interact with baristas or score a “great seat” inside the chain. Starbucks CEO Brian Niccol is getting roasted for being “out of touch” after defending the company $9 cup of coffee – insisting the steep price reflects a “premium experience” offered to customers. WSJ/Instagram “What we’re seeing is people, you know, they want to have a special experience, and regardless of what your income level is, in some cases, a $9 experience does feel like you’re splurging,” Niccol told The Wall Street Journal’s “What’s News AM” podcast.…

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